Bringing a Great Brand Back to Life: Inside the Chipwich Business

Oct 13, 2025

Join David Clarke, a seasoned food & beverage executive and CEO of Chipwich, as he shares his journey revitalizing the iconic dessert brand. Discover how he identified Chipwich's untapped potential and transformed it into a beloved name again. Clarke emphasizes treating retailers as true customers and using targeted promotions to capture shelf space. He also recounts overcoming challenges like managing a listeria recall, stressing the importance of building trust with partners. Tune in for insights on brand revival and operational resilience!

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INSIGHT

Shelves Are Real Estate, Retailers Are Customers

David Clarke frames grocery shelf space as "real estate" and treats retailers as the primary customers rather than consumers.
Focusing on retailer needs (merchandising, pricing, promotions) drives shelf placement and velocity more than consumer marketing.

ADVICE

Use Trade Dollars To Drive Trial

Do prioritize trade dollars and in-store promotional strategies over broad brand marketing when budgets are tight.
Use discounts and promotions to induce trial and expand household penetration quickly.

ANECDOTE

How Chipwich Was Rediscovered

Clarke discovered Chipwich by researching trademarks and confirmed strong aided awareness before acquiring it from Nestlé.
Immediate strong shelf velocity validated the latent brand equity once the product relaunched.

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What does it really take to turn a good product into a great brand—one that people can't stop talking about (or eating)?

If you've ever wondered how to revive a once-famous brand or stand out in a crowded market, this conversation is for you. Host Jim Schleckser talks with David Clarke, CEO of Chipwich, about how he brought a nostalgic favorite back to life and built a great brand story that connects with both retailers and consumers.

In this episode, you'll learn how to:

Identify undervalued brands with untapped potential and bring them back to relevance.
Turn operational setbacks into opportunities for growth and stronger customer trust.
Build a great brand by focusing on consistent quality, retail partnerships, and real consumer connection.

Treat yourself—press play now to hear how Chipwich became a great brand comeback story that every business leader can learn from. 🍦

Check out:

[00:14:45] — The "Real Estate" Mindset Behind a Great Brand

David Clarke shares why he sees grocery shelves as real estate—and how treating retailers as your real customers (not just end consumers) changes everything about how you build a great brand that lasts.

[00:31:10] — Reviving the Chipwich: From Forgotten to Great Brand

Hear the origin story of how David rediscovered the Chipwich name, realized its massive latent brand equity, and brought it back to life—proving that a great brand can be reborn with the right focus and persistence.

[00:55:20] — The Listeria Crisis: Protecting a Great Brand Under Pressure

When a contract manufacturer's listeria issue threatened the company, David explains how decisive action, transparency, and leadership kept the great brand reputation intact—and even strengthened retailer trust.

About David Clarke

David Clarke has 25 years of food & beverage leadership experience. From 2004 – 2013, Clarke was CEO of DeMet's Candy Company, where he revitalized the Flipz™ and Turtles™ brands after acquiring them from Nestle growing them from $9MM and $32MM in annual sales respectively to over $130MM combined. In 2014, Yildis (owner of Godiva) acquired DeMet's and named Clarke CEO of the wholesale chocolate business. Prior to DeMet's, Clarke led a similar brand comeback in the sweet popcorn business, growing a set of struggling brands from $21MM to $78MM. Clarke's connection to the ice cream category is derived from his time working in distribution for Häagen-Dazs, and his family's ownership of the Klondike brand from 1978-1989.